25 July 2016 17:00:00
Undefeated: the catchy winner
Speaking of a brand that became an ideal example of mixing street fashion and urban life
Undefeated is now a well-known brand but it was exponentially smaller in 2001. It was a real experiment when the shop first opened meaning that it was a pioneer in its sphere. So, the history of the brand is not like any other. And it is an exciting one.
Stepping into abyss
In the year 2001 sneaker culture was way more quiet and imperceptible than it is now. There were only some groups of people who were passionate about sneakers and adored everything connected to it. Now, with the evolution of the Internet and fashion, there is nothing weird in spending thousands of dollars on a particular pair of kicks and learning schedules of rare releases. But back in the day it was a very uncommon phenomenon.
So, it was 2002 when James Bond and Eddie Cruz started an independent, Los Angeles-based retailer — one of the first shops to purvey limited and customized sneakers to a market. It was after Bond quit his job working on music videos and while on vacation during a sabbatical in the South Pacific, when he had the clarity of mind to identify and create a business that simply didn’t exist at the time, and the long-term effects on the brand are able to speak for themselves. One of the brand’s first partners was Canadian designer Raif Adelberg, who personalized Nike Air Force 1s before shipping them to Eddie Cruz in Los Angeles, and this transaction in-part kickstarted an entire chapter of sneaker collaborations and sneaker customization for Undefeated. What is funny, the shop is located next to another famous retailer — Stussy. The thing is that Eddie Cruz was in charge of Stussy store in California prior to that time. So, there is a friendly relationship between Stussy and Undefeated. Moreover, it has an effect on their activities — there are often some collaborations happening, for example, with New Balance.
Simple and recognizable
An impetuous development of the shop made it possible to create the brand and organize its identity. The Undefeated’s logo consists of four bold-faced lines with another line crossing them out. The logo is memorable and speaks for itself. Those lines represent invincibility — five games that somebody won.
The ultimate principles
Almost all the garments from Undefeated are basic tee-shirts, sweatshirts and jackets. Eddy and James say that they get inspired by streetwear fashion, sports and military style. That is why the brand shows its versatility and universality. Undefeated is an athletic-inspired, first-mover streetwear label that boasts a massive catalog of sneaker collaborations alongside the biggest names, from Nike and Adidas to Converse and Vans. It has four branches in California, two in Japan, and one in Las Vegas, as a testament to the global level of appeal that the brand has garnered. And, of course, there is always an attention to detail that guarantee comfort and durability.
You can find a variety of Undefeated products at our store.
UndefeatedMen's Windbreaker OPS Vented Coaches Blue
UndefeatedMen's Anorak OPS Streak Black
UndefeatedMen's shirt Cuff Oxford LS Light Blue
UndefeatedMen's t-shirt Stripe Pocket SS White
UndefeatedMen's shorts Big 5 Strikes Sweat Black
UndefeatedCap 5 Strike SP16 Tiger Camo
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